Method and apparatus for merchandising dispensable products

ABSTRACT

A method for merchandising products in fillable containers is disclosed. The method employs a container having a digital storage media affixed to the container, which is displayed to the consumer to affect the consumers buying decision. Container and digital media systems useful in the invention also are disclosed.

CROSS REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional PatentApplication Ser. No. 60/531,942 filed on Dec. 23, 2003 entitled “Methodand Apparatus for Merchandising Dispensable Products.”

FIELD OF THE INVENTION

The invention relates to a method of merchandising products in a retail,convenience store or similar environment. More specifically, the methodrelates to promoting the sale of vendible or dispensed products, such assoft drinks, by providing promotional or informational digital media onthe container for the dispensed item.

BACKGROUND OF THE INVENTION

During the past few decades, convenience stores have become a much moreprominent source for certain consumer goods. Typically located at hightraffic areas such as busy corners or interstate highway interchanges,convenience stores alternatively may by located at high foot or motorvehicle traffic locations such as busy corners or shopping malls. Theyare also co-located with one or more other types of quick servicefacilities such as gasoline stations, dry cleaners or “fast food”restaurants.

A convenience store provides consumers with quick and easy access tocertain high demand items such as milk, bread, over-the countermedicines and snacks. In a convenience store, the consumer typicallyexpects to select her or his purchases and take them to a cashier forcheck out.

In addition to providing the staple items mentioned above, theconvenience store provides a venue for offering food items to bedispensed from a bulk supply by or for the consumer, to be consumedeither on the premises or away from the convenience store. Consumeritems fitting this description include many cup-borne items such ascoffees, soft drinks, frozen drinks or soft ice creams.

Promotion of dispensed items in the convenience store environment is animportant aspect of convenience store operation. The process is popularwith consumers because the consumer can select the size and type ofproduct she or he desires, and in some cases, the type of cup orcontainer into which the product is dispensed. The process also ispopular with convenience store operators because such products generallyprovide the store with a good margin for the store's investment, andprovide yet another reason for consumers to stop at the conveniencestore.

The popularity and potential profitability of consumer-dispensedconvenience store products causes convenience stores to encourage salesof such products. The convenience store operator often offers varioustypes of attractive reusable containers for receiving the dispensedproduct, and can use various pricing incentives to entice the sale ofthese products in connection with other products. But consumers demandever more sophisticated incentives to induce their purchase ofbulk-dispensed products.

Given the popularity of electronic entertainment devices such as games,and music and video players, one approach used to induce sales ofcertain convenience-store vended products such as soft drinks, is toprovide a container lid that contains within it some form of a mini- orfull-sized compact disc (CD) or digital video disc (DVD). While the useof such a disc-containing lid can promote the sales of cup-borneproducts, the use of the disc-containing lids has several drawbacks.

First, media-containing lids are relatively small and easily hidden awayin a pocket or purse, making theft of the lid and its promotional item aproblem. This is particularly true of consumer-dispensed products in theconvenience store environment where there is limited staff to overseeconsumer behavior at the dispensing station.

Additionally, cup lids containing digital media such as CDs or DVDs tendto be expensive to produce. This expense accrues both because of themechanical structure of the lid, as well as FDA regulations.

Structurally, the lid must be formed with the media inside, limiting theconditions under which the lid can be manufactured without harming themedia. Furthermore, in the case of a soft drink, the lid typically mustprovide a means for passing a straw through the lid to be useful to theconsumer. This further complicates the mechanical construction of thelid.

Cup lids containing CDs or DVDs also can be exposed to condensation,carbonated liquid, syrup or other liquids when in service, or dependingon the storage method, when stored at the vending station. Such exposurecan damage packaging and lead to contaminated discs, and ultimately,home entertainment devices.

Finally, because the lid is in contact with the contents of the cup, thelid must comply with all applicable FDA food contact regulations. Thisadded element of regulatory complexity aggravates the value propositionfor media-containing cup lids.

Retail environments, such as fast food restaurants, present a similaropportunity to promote sales of dispensable products. While thecontainers and lids used in these locations are often under the directcontrol of store operators, the display of a container with an attacheddigital media often drives sales volumes and affects consumer decisionsto opt for potentially higher margin products.

What is required is a quick and easy method for influencing consumerpurchase of convenience or retail store dispensed products. Preferably,the method will accommodate digital media such as CDs and DVDs, notrequire the use of special containers or lids and not require FDA foodcontact approval. Furthermore, the method preferably provides for aplurality of media choices so that a broader demographic range ofconsumers may opt for the higher margin, premium containing products.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a side elevational view of a cup and attached promotionaldevice in accordance with our invention;

FIGS. 2 a and 2 b are exploded perspective views of another embodimentof cup and media systems in accordance with our invention;

FIG. 3 is a front elevational view of a beverage dispensing station withcup display in accordance with our invention; and

FIG. 4 is an exploded perspective view of an additional embodiment ofour invention.

SUMMARY OF THE INVENTION

We have found that many of the difficulties inherent in distributingdigital storage media in a convenience or retail store environment canbe avoided by utilizing existing container designs in conjunction withinnovative display techniques.

Specifically, we have found that the recess located on many conventionalcontainer designs can be exploited advantageously to store and displaypromotional digital media such as mini-discs.

Affixing the digital media to the container provides a one to onerelationship of media to dispensed product. Unlike lid-borne media, thesize and shape of the container make it more difficult to remove themedia from the store without purchasing a dispensed product.Furthermore, utilizing design elements of the external surface of anexisting container, such as a recess in the bottom of a cup, avoidsmechanical redesign of the container or the use of special containers,and also avoids the difficulty of obtaining FDA food contact approvalfor the containers beyond that which has already been obtained by thecontainer manufacturer.

Proper display of containers in accordance with the invention drawssubstantial consumer attention to media affixed to the product, and canfavorably influence consumers to purchase products in those containers.

In a first embodiment of the invention, a digital storage media isaffixed to a fillable container, and the fillable container is displayedin a consumer-oriented manner in a retail or convenience storeenvironment so that the media or an indicia of the media is visible tothe consumer for the purpose of influencing the consumer's decision topurchase a filled container.

As used in this application, a “digital storage media” means a storagedevice intended to be accessed by a computer, electronic game or otherelectronic entertainment device, such as a video game system or adigital camera. Typically, digital storage media useful in the inventionwill be standard or mini-sized compact discs (“CD”s) or digital videodiscs (“DVD”s), but other digital storage media such as floppy discs ormemory cards, chips or sticks can also be used.

The term “retail environment” means any environment where a premiumcontaining container or indicia thereof is evident to a consumer and theconsumer can select the fillable container and its contents, such as ina quick service restaurant. Where the term “convenience storeenvironment” is used in this application, it means an environment wherea consumer selects her or his container, fills the container, and paysfor the purchase of the filled container. Payment can be either bypaying a cashier directly or by using a form of electronic fund transfersuch as a credit or debit card, or other form of electronic device suchas an electronic “transponder” or card that provides information to, orcommunicates with, a “reader” or “receiver” by being in proximity to thereader or receiver.

As used in this application, a “fillable container” refers to anycontainer that can be filled by or for a consumer. Typical containersinclude cups and other containers for liquids such as coffee or softdrinks and soft serve ice cream or soups, but a fillable container ismeant to include any container filled by or for a consumer with a bulkproduct that can be dispensed into the container for the consumer'sbenefit at a retail, convenience store or similar location. Such othercontainers can be containers for items like popcorn, pretzels and thelike, or refillable containers such as sport bottles or mugs. The term“cup,” as used in this invention, means any open ended container thatmay be filled by or for a consumer. The term “drinking cup” refers to agenerally radially symmetric open-ended container into which beveragescan be dispensed and from which the beverage can be consumed by aperson.

In some embodiments, the digital storage media is placed in a recess onthe container that provides for protection, storage or easy display ofthe media. An example of such a recess is the open bottom portion of apaper or plastic cup as illustrated in FIGS. 1 and 2 of in thisapplication. Typically, an open cup bottom can provide a recess of asuitable size and shape for a digital storage media such as a mini-DVD,but recesses can be of any shape as long as they can accommodate themedia intended to be received within them. As used in this application,a “recess” means any depression in an outer surface of a container thatcan at least partially receive a digital storage media. A “shelteredrecess” means a recess in which the storage media can be stored withoutprotruding above the periphery of the recess. An open cup bottomextending above and circumferentially around the outer surface of amini-disc stored within the cup bottom is an example of a digitalstorage media in a sheltered recess.

In other embodiments of the invention, the digital storage media ismaintained within a container recess by affixing a cover over or withinthe recess, such as a cover over the open bottom end of a cup recess, oran insert fitted to slide into the open bottom end of a cup recess.Preferably transparent, such covers or inserts allow the media to beviewed directly, but the advantages of the invention can be realized bynon-transparent covers or inserts when indicia on the cover, insert orcontainer itself provides information about the content of the storagemedia to the consumer when displayed in the unfilled state in theretail, convenience store or similar environment.

DETAILED DESCRIPTION OF THE INVENTION

The following detailed description of our invention illustrates theinvention as used to promote the sale of soft drinks, where thepromotional material is affixed within a recess of the type typicallyfound in a convenience store cup, and where the cups are oriented in amanner so as to draw consumer attention to the promotional materialaffixed to the cup.

Although the description focuses on the use of the method and apparatusfor promoting the sale of soft drinks dispensed by a convenience storecustomer, other embodiments of the invention will be apparent to thoseskilled in the art after reviewing the following description. The scopeof our invention is intended to be limited only by the scope of theclaims following this description.

FIG. 1 shows a cup and attached promotional device system 10 inaccordance with our invention. Cup 12 is a drinking cup and has a liquidcapacity of forty-four ounces. Cup 12 has a generally frusto-conicalshape defined by frusto-conical cup sidewall 14. The frusto-conicalshape of cup 12 is preferred to promote stacking of a plurality of cups12 for shipping and display. A cup bottom 16 is circumferentiallyattached to sidewall 14 as is well known in the art, with a lowerportion 18 of sidewall 14 extended beyond cup bottom 16 to form a recess20 located at the closed bottom of cup 12. Recess 20 has an opening asmeasured at the lower edge 22 of sidewall portion 18 of approximatelyeight centimeters (3.125 inches). An open end 24 of cup 12 allows liquidto be dispensed into cup 12 from a dispensing apparatus (see FIG. 3).

Cup 12 carries an attached eight centimeter diameter mini-DVD disc 26.Disc 26 includes stored electronic data that provide a promotionalpreview of a game for an electronic game system. Preferably, disc 26 iswrapped in a cellophane material or other protective wrapper (see FIG.2) and is affixed to cup bottom 16 with a layer of adhesive glue or tape28, although other means for removably affixing DVD 26 to cup 12 will bewell known to those skilled in the cup art.

Use of recess 20 for carrying DVD 26 represents an opportunistic use ofthe generally disc-shaped recess provided by traditional cup design.While it is within the scope of the invention to purposefully design acup or other container having a recess expressly designed for the mediato be carried by the container, we have found this often unnecessary,and that the use of conventional cups with standard size mediarepresents an inexpensive and effective means for storing and displayingmedia of the type typically read by electronic games and entertainmentapparatus. Additionally, we have found that storing discs within therecess of the bottom of a cup allows disc bearing cups to be stackedstored and shipped in much the same manner as standard cups, becausediscs stored within existing cup recesses do not interfere with thestacking geometry of the cups.

FIG. 2 a is an exploded perspective view of another cup and media system30 in accordance with the invention. In FIG. 2 a, cup bottom portion 32includes a recess 34, which is used to retain and display media such asa CD or DVD. An adhesive 36 can be affixed to a cup bottom outer surface38 located within recess 34 for retaining media within recess 34.Adhesive 36 can take the form of any type of adhesive or glue in anamount sufficient to removably affix the media to cup bottom surface 38,or can, for example, take the form of a double sided foam adhesive pad.Such a pad can provide the additional function of spacing the affixedmedia away from cup bottom outer surface 38 within recess 34 to provideinsulation of the affixed media from the cup bottom. This could bedesirable to eliminate thermal stress or damage to the media whenparticularly hot or cold materials are contained within cup bottomportion 32.

Cellophane sheets 40 optionally can be used to seal DVD 42 to provideadditional protection for DVD 42 during handling and storage of DVD 42as well as during removal of DVD 42 from cup bottom recess 34. Sheets 40can be heat sealed, glued or otherwise joined around DVD 36 as is wellknown in the art. Sheets 40 preferably should be transparent, if used,to provide for visibility of the DVD to the consumer. The use of shrinkwrapped CDs or DVDs in the invention makes it possible to seal the discat or near the point of manufacture. This in turn makes it possible tomaintain the integrity of the disc surface throughout any subsequentaffixing, packaging and other disc handling operations, contrasted withattempting to store the disc within a cup lid, which requiresmaintaining cleanliness throughout the subsequent handling and packagingoperations until such time as the disc is sealed within the lid.

The use of shrink wrap also makes it possible to use the invention withlimited life media discs that rely on oxygen permeation to render mediacontent unusable after a single use or a short period of time, as theshrink wrap will provide a sufficient oxygen impermeable barrier tomaintain the shelf life of these types of discs. Maintaining air tightintegrity of other disc packaging means, such as discs sealed withinlids, can be more expensive and complicated, particularly where suchlids must maintain their integrity when a straw is required to be passedthrough an aperture within the lid.

Cup and media system 30 also includes an optional transparent insert 44having an outer bottom surface 46. Insert 44 can be used to retain DVD42 within recess 34 by cooperating with cup inner recess sidewall 46. Inthis case, cup bottom insert outer sidewall 44 abuts cup inner recesssidewall 46 to form a friction fit. Alternatively, adhesive can be usedbetween a portion of cup bottom insert outer sidewall 44 and cup innerrecess sidewall 46 to help retain insert 44 within recess 34. Whereinsert 44 is used, it may not be necessary to use adhesive 36 to causeDVD 42 to remain removably affixed within the cup system. Where anadhesive is used, it should have sufficient tolerance to heat and coldto cause the DVD to be retained after a hot or cold beverage or othermaterial is vended into the cup, while remaining able to be removed bythe user without undue difficulty.

Finally, while materials used to protect and retain DVD 42 preferablyare transparent, or a sufficient portion thereof transparent, tomaintain visibility of DVD 42 for the consumer, the advantages of theinvention can also be obtained by displaying information indicative ofthe stored media on an outer bottom surface of insert 44, regardless ofthe transparency or opacity of the material used to form the cup bottominsert.

FIG. 2 b. illustrates yet another embodiment of a cup and media system50. System 50 includes a cup bottom portion 52 having a recess 54. Inthis embodiment, DVD 56 is retained within recess 54 by cup bottom cap58 having a cup bottom cap recess 60, and a cup bottom cap sidewall 62capable of slipping over cup bottom outer sidewall 64. As in theembodiment described above in connection with FIG. 2 a, cap 58 can forma friction fit with cup bottom portion 52 at the respective sidewalls,or can otherwise be mechanically, adhesively or otherwise fit tomaintain sufficient integrity to retain DVD 56 within recess 54 betweencup bottom portion 52 and cup bottom cap 58 during shipping, storage anduse.

Features such as the adhesive or protective layers described inconnection with the embodiment of FIG. 2 a. can, of course, be used withthe embodiment shown in FIG. 2 b. or with other embodiments of theinvention. Non-transparent materials also may be used for retaining themedia within the container recess in this and other embodiments as well.If non-transparent materials are used, a visible portion of the cup, andpreferably the cup bottom, contains sufficient indicia of the mediacontained within the recess to communicate the nature of the media tothe consumer. Use of indicia on the side of a cup may be particularlyuseful in a retail environment where a container sidewall may be morevisible to a consumer than the container bottom.

FIG. 3 depicts a preferred method for promoting the sale of dispensablematerials using media-bearing cups of the types described above.Dispensing station 70 includes a plurality of beverage dispensingstations 72 having spouts 74 for dispensing consumer selected drinksinto drinking cups 76. An optional shelf 78 can be used to hold cupswhile liquids are dispensed.

A cup storage and display unit 80 is located adjacent to beveragedispensing station 70. In this instance station 70 is designed todispense liquids such as a plurality of soft drinks. Storage and displayunit 80 provides a plurality of cup receptacles for storing cups orstacks of cups in a manner such that cup and media systems of the typesdescribed in connection with FIGS. 1 through 3 are readily visible tothe consumer, in this with the cup bottoms pointing outward toward theconsumer near eye level. Furthermore, the bottoms of the cups arelocated above those areas where liquids may accumulate in the storageand display unit, providing additional protection from surfacecontamination that may ultimately compromise the integrity of anyprotective wrapping or coating applied to the discs affixed to the cupbottoms. It should also be noted that cups could be stored upside downin a vertical or inclined position with the cup bottoms pointing up atthe consumer to gain the consumer's attention.

In this embodiment, the four receptacles 82 each contain cups(generically) 84 with a different media associated with each receptacle,in this case a rap mini-CD 86, a classic mini-CD 88, a jazz mini-CD 90and a rock and roll CD 92. Display of the media at or near thedispensing station both influences consumers to purchase drinks andencourages them to return for additional selections. If desired,additional advertising media can be placed at or near the dispensingstation, such as a sign advertising one or more selections available ata later date, or an item co-promoted with material promoted on a cup ormedia disc, such as, for example, a movie, game, song or entertainmentdevice. Such advertising media can be particularly helpful in causingcustomers to return at a later date for future offering. This isparticularly effective where the future offering is an extension of thecurrent digital media offering, such as consecutive volumes of a seriesof books or chapters in books, advancing levels of play for a game, or“plug-ins” or other supplementary material for games or computerprograms that add additional features to a game or program alreadyavailable to the consumer.

While it is preferred that cup storage and display unit 80 be located asnear to and preferably closely adjacent to or an integral part ofdispensing station 70, the display unit need only be located near enoughto, or with the flow of traffic for, the dispensing unit, as such anarrangement can still entice consumers to purchase dispensed material inthe cup. For example, it would be within the intended scope of theinvention for cup storage and display unit 80, or simply stacks of cupsdisplaying the stored media or indicia thereof, at or near the storeentrance so as to focus the consumer's attention on the availability ofa dispensed beverage and media-bearing cup offer. For the purpose ofthis application, a container storage and display unit is “integral” tothe dispensing station if it is mechanically joined to the dispensingunit or contained within the unit, is “closely adjacent” to thedispensing unit if it is within six feet of any part of the dispensingunit, and is “adjacent” to the dispensing unit if the containers locatedwithin the storage unit and the digital storage media or indicia thereoflocated on the container are visible from the dispensing unit.

Cups useful in the invention can be any having a sufficient bottomdiameter to permit a media to be affixed to the cup. While it ispreferred that the bottom of the cup have a sheltered recess foraccepting the media, the media also can be affixed to the bottom of agenerally flat-bottomed cup. For example, multiple media discs can beaffixed to a cup, either within a recess or directly to the bottom of acup. Such multiple disc offerings can be wrapped separately or as asingle package before being affixed to the cup, as shown in FIG. 4. InFIG. 4, a plastic cup 100 which has a generally flat bottom 102 (i.e. norecess) carries a package 104 of 6 media discs 106 a-f which have beenshrink wrapped within a single plastic envelope 108 and affixed tobottom 102 with a glue (not shown). The outer surface 110 of disc 106 fincludes information 112 concerning the content of the package of mediadiscs 104, this information being visible through the transparent shrinkwrap envelope 108.

Multiple disc packages, such as package 104 can also be used within therecess of a cup as described for single disc applications herein,although it is preferred that the height of the package not exceed thedepth of the available recess if conventional stacking and shippingprocedures are to be used.

Alternatively, a media having a diameter greater than the bottom of acup might also be affixed to the cup at the point of sale by a persondispensing a beverage, thereby giving the appearance of a coasteraffixed beneath the cup. These embodiments are considered within thescope of the invention as long as the media or indicia of the media isapparent to the consumer so that it is possible that the consumer'sbuying decision can be influenced by knowledge of the media premium hewill receive with the cup.

Common, commercially available cups useful in the invention includesizes having a nominal beverage capacity of 4, 6, 8, 10, 12, 14, 16, 20,22, 24, 32, 44 and 64 ounces. Such cups are available in a variety ofheight to width ratios, the taller styles sometimes referred to as “tallmodels,” and the shorter, wider styles sometimes referred to as “squat”models. A variety of cup lips are available for fitting optional lids tothe cups, and the bottom ends of the cups can be generally flat or havea recess, which as already mentioned is preferred for reinforcement andas a sheltered site for storing a disc-shaped digital storage media ascontemplated by our invention.

Media can be affixed to the cup by adhesive means as described above, bybeing retained in a recess by an outer cover or inner insert, asdescribed above, or pressure fit within a recess, or by other meansknown to those skilled in the cup arts. The affixing process may beautomated or manual, and can take place at any point in cup manufactureand distribution between and including the point of cup manufacture andat the point of sale of the fillable container. While the describedembodiments have focused on dispensing of beverages in cups containingdigital media such as CDs or DVDs in the cup's bottom recess, otherembodiments of will be apparent to those having skill in the art afterreviewing the disclosure.

For example, any container having a generally round recess is wellsuited for bearing digital media in any disc-shaped format. Suchcontainers can include, for example, the bottoms or tops of delicatessencontainers for salads or fruit where the customer selects an item andthat item is dispensed into the container by a delicatessen employee.

A container useful in our invention need not be limited to disc-shapedmedia or to dispensed food. For example, cans or boxes that carry smallparts such as screws, or nails, or containers to be filled with seeds orpaint are well suited for exploiting our invention, the only requirementbeing that the customer has the ability to select or specify thefillable container. Additionally, rectilinear packages having a recessmay be as well or better suited to distributing media such as mediasticks or memory cards which may also contain games, movies, pictures orother digitally stored information having promotional or other value toa consumer. These embodiments also are considered to be within the scopeof our invention.

Other venues well suited for use of our method and apparatus includeretail stores generally, theme parks, sporting events, movie theaters,concerts and fast food restaurants. For example, at a concert, a cupbearing a track from an upcoming album could be used to promote sales ofthe album of the appearing artist or a different artist. Similarly,movie theaters can provide clips from a movie that is playing at thetime the media is distributed, or of a movie or movies that are yet tobe released.

In any application, our invention also is useful for promoting a secondgood, service or brand. For example, cups used by a purveyor ofexpensive coffee drinks could bear digital media promoting the latestcars or appliances that status conscious coffee drinkers may want tolearn more about and ultimately purchase. Without regard for whetherthat second good, service or brand is purchased, both the seller and theco-promoted brand can benefit by being associated with each other inthis manner.

It should also be noted the vast amount of information available byemploying a digital media enables distribution of orders of magnitudesof information that were unheard of years ago. In the foregoing coffeepurveyor's example, electronic catalogues could be easily andselectively distributed to customers who, by their selection of thepurveyor, may be of the ideal demographic for the catalogue publisher.The use of multiple types of digital media that can be selected by thecustomer can also ensure that information most desired by customers ofdiverse demographics is available at any given time. For example, thecoffee purveyor might have an adult's holiday season catalogue orpromotion available which would be desired by adult coffee drinkers, andat the same time have a children's holiday catalogue available if hotchocolate or another drink suitable for children (the second demographicgroup) is available at the dispensing location.

The use of digital media, such as a full or mini-disc, also enablesconnections to be made to the internet. In this case, additionalmaterial can be downloaded or viewed by the customer after placing themedia in his or her computer, or the media can provide a link to awebsite containing additional content. If desired, the media link to theinternet can provide collectable information as to the source of thedigital media provided the customer, thereby providing a means forcollecting additional demographics or other information useful inmerchandising either the dispensable material or good, or serviceco-promoted with the good or service.

The large amount of information that can be provided on digital mediaalso enables a wide variety of different materials to be provided to asingle customer. For example, games, music and video clips can all beaccommodated on a single mini-disc, which typically has a data contentof up to about two gigabytes. Similarly, the vast amount of data thatcan be provided enables a single disc to include large, substantiveamounts of information desired by multiple demographic groups. In somecases, this mitigates the need for different media to be available toservice the multiple preferences of customers from differing demographicgroups. An easily accomplished media contact is at least 250 megabytes,although content of 1 gigabyte is preferred, and 2 gigabytes or morebetter preferred in many instances.

Vending machines also provide an ideal venue for merchandising inaccordance with the present invention, as the sheltered recess locatedat the bottom of vending machine cups is ideal for accommodatingdisc-shaped digital media. By alternating the content of media provided,or providing different media associated with different drinks, ourinvention can provide for increased return customers to a vendingmachine when compared to non-media bearing vending systems.

In short, the invention is useful in any application where theobservable presence of the digital media on the container (the media oran indicia of the content of the media) is apparent to the consumer sothat it is possible that the consumer's buying decision can beinfluenced by knowledge of the media premium she or he will receive withthe cup or other container. As such, the scope of our invention isintended to be limited only by the scope of the following claims.

1. A method for promoting the sale of merchandise in a retail orconsumer store environment comprising the steps of: affixing a digitalstorage media to a fillable product container; and displaying thecontainer in a manner that presents the digital storage media or indiciathereof to a consumer.
 2. The method of claim 1 wherein the productcontainer includes a recess, and wherein the affixing step includesaffixing the digital storage media within the recess.
 3. The method ofclaim 2 wherein the digital storage media is selected from the groupconsisting of compact discs and digital video discs.
 4. The method ofclaim 1 wherein the product container is a cup having an open recesslocated at a cup bottom.
 5. The method of claim 4 wherein the affixingstep includes affixing the digital storage media within the cup bottomopen recess, and wherein the displaying step includes presenting the cupto a consumer such that the digital storage media, or an indicia of thecontent of the digital storage media, is visible to the consumer priorto filling the cup.
 6. The method of claim 4 wherein the affixing stepincludes affixing the digital storage media within the cup bottom openrecess, and wherein the displaying step includes presenting the cup to aconsumer such that the digital storage media is visible to the consumer.7. The method of claim 5 wherein the digital storage media is selectedfrom the group consisting of compact discs and digital video discs. 8.The method of claim 6 wherein the digital storage media is selected fromthe group consisting of compact discs and digital video discs.
 9. Themethod of claim 1 wherein the displaying step is accomplished bydisplaying the container in a location adjacent to, closely adjacent toor integral to a food or beverage dispensing station.
 10. The method ofclaim 9 wherein the container includes an open recess, and wherein theaffixing step includes affixing the digital storage media within theopen recess.
 11. The method of claim 10 wherein the product container isa cup having an open recess located at a cup bottom.
 12. The method ofclaim 11 wherein the affixing step includes affixing the digital storagemedia within the cup bottom open recess, and wherein the displaying stepincludes presenting the cup to a consumer such that the media or indiciaof the content of the digital storage media is visible to the consumer.13. The method of claim 11 wherein the affixing step includes affixingthe digital storage media within the cup bottom open recess, and whereinthe displaying step includes presenting the cup to a consumer such thatthe digital storage media is visible to the consumer.
 14. The method ofclaim 12 wherein a transparent cup bottom cap is placed over the cupbottom open recess and wherein the digital storage media is locatedbetween a bottom cup surface and the transparent cup bottom cap.
 15. Themethod of claim 13 wherein a transparent cup bottom cap is placed overthe cup bottom open recess and wherein the digital storage media islocated between a bottom cup surface and the transparent cup bottom cap.16. The method of claim 12 wherein a transparent insert is placed withinthe open cup bottom and wherein the digital storage media is locatedbetween a bottom cup surface and the transparent insert.
 17. The methodof claim 13 wherein a transparent insert is placed within the open cupbottom and wherein the digital storage media is located between a bottomcup surface and the transparent insert.
 18. The method of claim 12wherein the displaying step is performed by storing cups in a cupdisplay and storage unit located closely adjacent to a liquid dispensingstation.
 19. The method of claim 13 wherein the displaying step isperformed by storing cups in a cup display and storage unit locatedclosely adjacent to a liquid dispensing station.
 20. The method of claim12 wherein the displaying step is performed by storing cups in a cupdisplay and storage unit located integrally to a liquid dispensingstation.
 21. The method of claim 13 wherein the displaying step isperformed by storing cups in a cup display and storage unit locatedintegrally to a liquid dispensing station.
 22. The method of claim 9wherein the displaying step comprises storing and displaying one or morecups in a cup storage and display unit.
 23. The method of claim 22wherein the cup storage and display unit holds and displays a pluralityof cups, wherein a plurality of cups contain digital storage media, andwherein at least two of said plurality of cups contain digital storagemedia with different content.
 24. The method of claim 12 wherein one ormore cups contain a first digital storage media which is offered at afirst point in time, and further including the step of promoting seconddigital storage media to be made available at a second, later point intime by employing indicia of the second media closely adjacent to thefood or beverage dispensing station at the first point in time.
 25. Themethod of claim 13 wherein one or more cups contain a first digitalstorage media which is offered at a first point in time, and furtherincluding the step of promoting second digital storage media to be madeavailable at a second, later point in time by employing indicia of thesecond media closely adjacent to the food or beverage dispensing stationat the first point in time.
 26. A container and digital storage mediasystem for promoting sales of a dispensable food or beverage itemcomprising: a container having an open end for receiving a dispensedfood item; a recess located on an exterior container surface for holdinga digital storage media; and a digital storage media containinginformation of interest to a consumer, said media affixed to thecontainer at a point within the recess.
 27. The system of claim 26wherein the container is a cup.
 28. The system of claim 27 wherein thecup has a cup bottom recess for holding the digital storage media. 29.The system of claim 26 wherein the recess is a sheltered recess, and themedia resides completely within the recess.
 30. The system of claim 29further comprising a transparent material cooperatively fitted over therecess or within the recess to allow the digital storage media locatedin the recess to be viewed by a consumer.
 31. The system of claim 27wherein the cup bottom recess is a sheltered recess.
 32. The system ofclaim 28 further comprising a cup bottom insert fitted cooperativelywithin the recess over the digital storage media to protect or retainthe digital storage media between a cup bottom and the bottom insert.33. The system of claim 28 further comprising a cup bottom cap fittedover a cup bottom sidewall to protect or retain the digital storagemedia between a cup bottom and the cup bottom cap.
 34. The system ofclaim 32 in which the cup bottom insert is sufficiently transparent toallow a consumer to view the digital storage media contained in therecess.
 35. The system of claim 32 in which the cup bottom insertincludes indicia to allow a consumer to determine the identity ofdigital storage media contained in the recess.
 36. The system of claim33 in which the cup bottom cap is sufficiently transparent to allow aconsumer to view the digital storage media contained in the recess. 37.The system of claim 33 in which the cup bottom cap includes indicia toallow a consumer to determine the identity of digital storage mediacontained in the recess.
 38. The system of claim 27 in which the cuprecess has a diameter, and the digital storage media is round and has adiameter of at least 90 percent of the cup recess diameter.
 39. Thesystem of claim 32 in which the cup recess is generally round and has adiameter of from about 7.4 cm to 8.1 cm, and in which the digitalstorage media is generally round and has a diameter of from about 7.3 cmto 8.2 cm.
 40. The system of claim 33 in which the cup recess isgenerally round and has a diameter of from about 7.4 cm to 8.1 cm, andin which the digital storage media is generally round and has a diameterof from about 7.3 cm to 8.2 cm.
 41. The system of claim 26 furthercomprising a food or beverage dispensing station.
 42. The system ofclaim 41 further comprising a cup storage and display station locatedintegrally to or closely adjacent to the food or beverage dispensingstation.
 43. The method of claim 1 further including the step ofproviding a plurality of cups having different media content on at leasttwo different cups desired by customers of two differing demographicgroups.
 44. The method of claim 5 further including the step ofproviding a plurality of cups having different media content on at leasttwo different cups desired by customers of two differing demographicgroups.
 45. The method of claim 1 further including the step ofproviding information in the media directed to at least two differentdemographic groups.
 46. The method of claim 5 further including the stepof providing information in the media directed to at least two differentdemographic groups.
 47. The method of claim 1 in which the digitalstorage media includes at least 250 megabytes of information.
 48. Themethod of claim 5 in which the digital storage media includes at least250 megabytes of information.
 49. The system of claim 26 which includesat least two containers, each container including different mediaintended for customers of differing demographic groups.
 50. The systemof claim 27 which includes at least two containers, each containerincluding different media intended for customers of differingdemographic groups.
 51. The system of claim 28 which includes at leasttwo containers, each container including different media intended forcustomers of differing demographic groups.
 52. The method of claim 26 inwhich identical digital storage media are affixed to a plurality ofcontainers, and in which the information stored in the media includesinformation directed to at least two different demographic groups. 53.The method of claim 27 in which identical digital storage media areaffixed to a plurality of containers, and in which the informationstored in the media includes information directed to at least twodifferent demographic groups.
 54. The method of claim 28 in whichidentical digital storage media are affixed to a plurality ofcontainers, and in which the information stored in the media includesinformation directed to at least two different demographic groups. 55.The method of claim 26 in which the digital storage media includes atleast 250 megabytes of information.
 56. The method of claim 27 in whichthe digital storage media includes at least 250 megabytes ofinformation.
 57. The method of claim 28 in which the digital storagemedia includes at least 250 megabytes of information.
 58. The method ofclaim 1 wherein the method includes the step of using a vending machineto display information about the media content affixed to the containerand to dispense a container filled by the vending machine.
 59. Themethod of claim 5 wherein the method includes the step of using avending machine to display information about the media content affixedto the container and to dispense a container filled by the vendingmachine.
 60. A system for promoting and dispensing merchandise in aretail or consumer store environment comprising: a fillable containerhaving a digital storage media affixed thereto; a holder for displayingthe container in a manner that presents the digital storage media orindicia thereof to a consumer; and a dispenser for dispensing a productfor filling the container.
 61. The system of claim 60 wherein thecontainer is a cup.
 62. The system of claim 61 wherein the cup has a cupbottom recess for holding the digital storage media.
 63. The system ofclaim 62 further comprising a transparent material cooperatively fittedover the recess or within the recess to allow the digital storage medialocated in the recess to be viewed by a consumer.
 64. The system ofclaim 61 wherein the cup bottom recess is a sheltered recess.
 65. Thesystem of claim 64 further comprising a cup bottom insert fittedcooperatively within the recess over the digital storage media toprotect or retain the digital storage media between a cup bottom and thebottom insert.
 66. The system of claim 64 further comprising a cupbottom cap fitted over a cup bottom sidewall to protect or retain thedigital storage media between a cup bottom and the cup bottom cap. 67.The system of claim 65 in which the cup bottom insert is sufficientlytransparent to allow a consumer to view the digital storage mediacontained in the recess.
 68. The system of claim 65 in which the cupbottom insert includes indicia to allow a consumer to determine theidentity of digital storage media contained in the recess.
 69. Thesystem of claim 61 in which the cup recess has an inner diameter of atleast 4 centimeters, and in which the digital storage media is round andhas an diameter of between about 80 and 98 percent of the cup recessdiameter.
 70. The system of claim 61 in which the cup recess innerdiameter is has a about 7.4 cm to 8.4 cm, and in which the digitalstorage media is round and has a diameter of from about 7.8 cm to 8.2cm.
 71. A method for promoting the sale of merchandise in a retail orconsumer store environment comprising the steps of: affixing a packageincluding at least two digital storage media to a fillable productcontainer; and displaying the container in a manner that presents asurface of one of the digital storage media or indicia of content of thepackage to a consumer.
 72. The method of claim 71 wherein the productcontainer is a cup that includes a bottom recess, and wherein theaffixing step includes affixing the package of digital storage mediawithin the recess.
 73. The method of claim 71 wherein the productcontainer is a cup that has a generally flat bottom surface, and whereinthe affixing step includes affixing the package of digital media to thegenerally flat bottom surface.
 74. The method of claim 71 wherein thedigital storage media is selected from the group consisting of compactdiscs and digital video discs.